Business Development & Marketing Management

Google-Backed Study Finds People Willing To Trade Sensitive Data For Personalized MediaMore than a quarter of U.S. and U.K. consumers are willing to share some location, purchase history, and banking information with smart voice assistants, while 46 percent are also willing to share their media usage history, according to new survey data from Google and the National Research Group (NRG). MediaPost

Using Trust as the Driving Force Behind Marketing Strategies61 percent of millennials are concerned about global conditions and feel personally responsible for making a difference, one of several signals of increasing opportunities for greater trust and brand integrity in marketing, and Adweek takes a close look. Adweek

Influencers are flocking to a surprising new kind of social media [Escapex]Customized influencer apps from decentralized social media platform Escapex represent a new twist on a longstanding social media theme, bringing new challenges and opportunities for digital marketers. Fast Company

Should B2B Marketers Gate Their Content?44 percent of B2B companies gate some content, with 62 percent doing so primarily to generate leads, with 45 percent using gating to boost exclusivity, three of the findings from newly-released survey data. MarketingCharts

YouTube Now Tracks ‘Quality Watch Time’—but Is Still Working to Define ‘Quality’YouTube users’ time spend not only watching videos but writing and reading comments are among new metrics the Google-owned platform has introduced to measure “quality watch time,” and Fortune takes a look at how this may change how digital marketers use YouTube. Fortune

Pinterest introduces new conversion features for Promoted Pins and VideosPreparing for its IPO, Pinterest recently rolled out a number of new features for digital marketers, including conversion optimization and goals based on specific consumer actions, for promoted pins and videos. Marketing Land

Privacy Scandals Haven’t Dented Social Media Use, According to New Pew ReportPrivacy and security failures over the past year haven’t slowed social media usage among U.S. adults, with usage mostly unchanged since 2016, according to newly-released survey data from the Pew Research Center, which found Facebook remains the top platform with 69 percent of respondents using it. Adweek

Awash in Data, Marketers Still Find Ad Targeting Capabilities Lacking55 percent of client-side marketers see using data to get more effective audience segmentation and targeting as their firm’s most important concern in 2019, while 42 percent view better customer intelligence insight improvements and marketing tool integration as top company priorities, according to new survey data. eMarketer

Infographic: Social media stats to inform your next move80 percent of marketers use visual assets in social media campaigns, 400 million Instagram users use its stories daily, and 94 percent of B2B marketers use LinkedIn, three of many statistics of interest to digital marketers outlined in infographic form. PR Daily

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